As a communications professional, I write a lot of press releases and feature stories, which requires me to conduct interviews often. However, there's much more to interviewing than just "talking to people". Interviewing is an art, and it takes lots of practice to do it really well.
In my career, I have interviewed over 200 people. Throughout the years, I've developed my own style and learned a lot about what to do--and what not to do--when interviewing someone. Based on my experiences, here are some tips that I feel lead to better interviews, which will lead to better quotes, and ultimately better stories.
1. Don't conduct an interview. Have a conversation.
The word "interview" freaks people out, so avoid using it. Instead, tell your interviewee that you want to spend some time chatting with them. Because that's what an interview is--a professional conversation.
However, ensuring that the conversation flows and feels natural is the hardest, and most important, interviewing skill. To make your subject feel comfortable, start by telling them a little bit about yourself, what you do, and why you chose to interview them. Additionally, if the topic is something you're knowledgeable about or had a personal experience with, then share it with the interviewee. They are more likely to provide meaningful responses if you're friendly and welcoming.
2. Do your research.
Before you interview someone, gather as much information about them as possible. Look them up on Google or LinkedIn. This will help determine what questions to ask and possibly reveal interesting angles for your story.
3. Ask the right questions.
It's a good idea to have a list of prepared questions, based on the research you've done. Formulate your questions in such a way that they can't be answered with yes or no responses. Simple, open-ended questions that begin with "why" or "how" usually result in detailed responses. Try to predict how the interviewee might respond, and then think of appropriate follow up questions.
4. Restate the question differently.
Be prepared to ask your questions in different ways, in case the subject doesn't understand or gets stuck. I typically prepare 2-3 versions of my questions.
5. Don't be afraid to break away from your list.
The flow of your questions should be conversational and transitional. If you just read the questions off your list, abruptly switching topics, you may miss the chance to explore something with more depth. Use your questions as a starting guide, but listen to your subject. You might pick up on something that could make an interesting story, and should be ready to follow up with additional questions.
6. Make eye contact.
Have you ever tried to talk to someone that won't look you in the eyes? It's really distracting and difficult to have a conversation with them. As the interviewer, you are there to listen. So, your body language should be kind and inviting. Face the person you are interviewing. Sit comfortably. Maintain eye contact. Listen intently. And don't twiddle. Give your subject all of your attention.
7. Don't take notes. Invest in a recorder.
When I first started interviewing people, I relied on handwritten notes. However, I quickly realized that this was not the most effective method. It was difficult to keep up with the interviewee, resulting in awkward silences while I struggled to record every detail. Not only did I lose quote-worthy material because I wasn't able to write fast enough, it was also distracting to my subjects, and I wasn't able to maintain eye contact.
Investing in a reliable recorder will make your life so much easier. You won't have to worry about writing down each word, allowing you to listen to the interviewee and focus on asking good questions. Another recorder tip: Always inform the interviewee that they are being recorded, but try to set the recorder aside so they don't focus on it. For some reason, the thought of being recorded makes people nervous. So if the device is out of sight, the interviewee can focus on you and conversation will be more natural.
8. Adjust to different personalities.
Interpersonal skills are incredibly important when conducting an interview, and you have to be able to adjust to different personality types. Maybe you're interviewing someone who is really shy, or maybe they're grouchy or cranky. For these types of people, you'll need a lighthearted attitude and will have work hard to loosen them up.
Other times, your interviewee may be extremely chatty and overbearing, making it difficult to get your job done. If you lose control over the conversation, they could end up on a mile-long tangent and your time will be wasted. In this case, you'll need to firmly direct the conversation to make sure that you get what you need.
9. Stay curious and interested.
Show genuine interest in your interviewee and their point of view. Make the person feel important, treat them like a friend.
10. Avoid email interviews.
Face-to-face interviews are always your best option. However, it's impossible to meet with every subject in person. In this case, ask for a phone or Skype interview, and avoid email interviews whenever possible. The responses are usually short and unnatural.
11. Have fun!
Interviews don't have to be scary for the interviewee, or the writer. In fact, they should be fun for everyone! Meeting with new people is an exciting experience, and you can learn a lot from listening to their stories. Make it fun and conversational, and you should get all the quotes you need...and you might even gain a new friend. I've made many great connections with interviewees, and I still keep in touch with some of them.
12. Be polite and follow up.
After the interview, be sure to send an email thanking your subject for their time and for the great conversation. If possible, provide them with a copy of the finished article.
Knowing how to ask questions and conduct interviews will not only lead to better stories, it will help you become a better conversationalist.
